A Simple Guide to TV Media Buying Through an Advertising Agency

Buying TV space through an advertising agency (also called TV media buying) might seem complex, but a straightforward guide can help you navigate the process seamlessly. Here are the basic steps in plain language for everyone, from setting your first objective to evaluating the results.

1. Setting objectives

Clearly define what you want to achieve with TV advertising. Is it about increasing awareness, generating sales, or something else?

A precise objective shapes every later decision: the channels you choose, the airing times and how you will measure the campaign's success.

2. Identifying the target audience

Know your audience. Choose TV channels and shows that attract the audience segment you want to reach.

The better you describe your audience (age, interests, area), the more suitable the media plan the agency can propose.

3. Budgeting

Set a realistic budget for the campaign. It should include both the cost of producing the TV spot and the broadcasting costs.

There is no single figure that fits everyone: the budget depends on channels, period and frequency, and quotes are prepared per project. To see what drives the cost, read How much does national TV advertising cost?.

4. Choosing the advertising agency

Look for an agency with experience in TV media buying. Choose one that understands your needs and has a track record of successful campaigns.

Ask how it works, what reports you will receive and who will guide you throughout the campaign.

5. Creating the ad spot

Work together with the agency to create a memorable and effective ad spot. Make sure it clearly conveys the message and supports the campaign's objectives.

A good spot has one main message, an image that is easy to remember and a clear call to action.

6. Campaign planning

The agency will develop a media plan that includes channels, airing times and the frequency of the TV spot.

The plan ties your objective and target audience to concrete decisions: where, when and how often the spot reaches people.

During planning you will usually hear two terms: rating point (TV advertising is typically bought per rating point) and GRP (Gross Rating Points), which adds up the ratings delivered by a campaign's spots. The agency uses these units to compare channels and size the campaign to your objective.

7. Negotiating and purchasing TV space

The agency will negotiate with TV stations to get the best rates and conditions. After that, the actual purchase of TV space takes place.

You don't have to deal with each station yourself: the agency handles the communication and the contracts. This is the core of media buying: the volume of space an agency purchases can bring better conditions than an individual negotiation.

8. Monitoring and reporting performance

The agency will monitor the campaign in real time and provide periodic reports on the TV spot's performance, based on Kantar data.

These reports show whether the spot is running as planned and what audience it has reached. A useful indicator is CPP (cost per point), the ratio between the campaign cost and the GRPs delivered.

9. Campaign optimization

If necessary, adjust the strategy during the campaign to maximize efficiency based on the results obtained.

Small changes, such as adjusting airing times or frequency, can improve results without stopping the campaign.

10. Post-campaign evaluation

After the campaign concludes, analyze the results together with the agency to understand what worked and what can be improved in the future.

Compare the results with the objective you set at the start and keep the lessons for your next campaign.

Frequently asked questions about buying TV space

Conclusion

With this simple guide, buying TV space through an advertising agency becomes more accessible and manageable for anyone looking to explore the power of television advertising. If you are ready to start a TV campaign, get in touch with the AllMedia team for a personalized quote, or see our TV advertising services.